A lead, in a marketing context, is a potential sales contact: an individual or organization that expresses an interest in your goods or services. Leads are typically obtained through the referral of an existing customer, or through a direct response to advertising/publicity. A company's marketing department is typically responsible for lead generation.

Think Big (Data)

Find out where the biggest opportunities are for IT solution providers—as well as how to build business cases, prep staff members and stand out from competitors.

By submitting your personal information, you agree to receive emails regarding relevant products and special offers from TechTarget and its partners. You also agree that your personal information may be transferred and processed in the United States, and that you have read and agree to the Terms of Use and the Privacy Policy.

Pursuing and closing leads normally falls to the company's sales department. For example, a vendor will display their wares at an industry trade show, hoping to attract the attention of qualified buyers attending the exhibit. Each inquiry for more vendor information would be a "lead," which might subsequently be developed into a sale.

A company's lead generation efforts and its approach to dealing with leads can significantly impact its success in the marketplace. To that end, most organizations try to establish effective practices involving:

lead generators: any marketing-related activity intended to publicize the availability of a vendor's product or service.

lead nurturing: the practices that a company establishes for dealing with potential leads.

lead scoring: processes or software designed to rank the importance of leads to the company.

E-Handbook

E-Handbook

1 comment

E-Mail

Username / Password

Password

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy